29 July 2010 11:00
The government is to focus more on digital advertising in a bid to keep to its communications budget.
In the financial year up until March 2010, the Central Office of Information (COI) spent £44 million on digital advertising – a ten per cent increase on the previous year.
This is the only area to have seen a rise in spending, with overall spending down £9 million on 2008.
Overall, ad expenditure amounted to £193 million in 2009.
Last month, COI announced plans to slash ad spend by almost 50 per cent.
Digital advertising and internet campaigns could play a huge role in cost-cutting, with chief executive Mark Lund touting its additional benefits of "accountability".
On future plans, he said: "This year we are more focussed than ever on achieving outcomes at a much lower cost.
"We anticipate more partnerships with brand owners, media owners and civic groups, as well as increasingly innovative approaches to joining up paid-for and other media channels."
In addition, Mr Lund said that the department would be concentrating on "establishing new opportunities offered by the evolving media landscape".
Posted by Stanley Jack
